Zhivago fusion conf-day2keynote

KRISTIN ZHIVAGO REVENUE COACH!

ROADMAP TO REVENUE: SELLING MORE BY FOCUSING ON WHAT CUSTOMERS WANT

#Fusionmex May 2, 2012 Antwerp, @KristinZhivago 2

FUSION RECAP KRISTIN ZHIVAGO – DAY 1 – WHAT CUSTOMERS WANT

§  Current customers will teach you how to sell to new customers

§  If you interview them the right way at the right time, YOU can change your organization – YOU can make it more customer-centric

§  Customers are ignoring marketing and sales and creating their own Customer Communities

§  Buying process has changed; marketing/sales haven’t

§  Anyone who doesn’t catch up fast will be beaten by competitors who get it


FUSION RECAP KRISTIN ZHIVAGO – DAY 2 – ROADMAP TO REVENUE §  Marketing is broken. Sales was sort of broken, now it’s also really broken.

§  Customers are learning from each other, self-creating their own recommendation communities, making marketing and sales irrelevant.

§  Marketing COULD be relevant, COULD be powerful – ONLY if marketers personally know customers.

§  Roadmap to Revenue Method: Discover, Debate, Deploy §  Interview 5 – 10 customers (of each type) on the phone

§  Record/transcribe/anonymize – leaders must read

§  Analyze/Summarize/Recommend

§  Brainstorming/Planning Meeting – Decide, from Customer’s perspective

§  Deploy – revenue will go up; marketing will be relevant again

§  Shift from customer predator to customer protector

§  WIN


FUSION RECAP JIM LENSKOLD – DAY 1 – MEASURE CAMPAIGN VALUE

§  Companies that measure are more successful

§  Look for ways to measure – it’s there.

§  Look at the big picture, and long-term

§  What to measure, how to measure, when to measure, how to assess, how to improve

Marketing plan > Path to Purchase > Incremental Sales;

Expense > ROI < Profits


FUSION RECAP JIM LENSKOLD – DAY 2 - LEAD MGT, MEASUREMENT, ROI

§  Resource page – Lenskold.com/Fusion

§  Understand path to purchase – greater role in education/engagement; use content as a differentiator > increase conversion rates, increase vale per sale. Use educational post-sales to increase retention/loyalty/advocacy

§  Align marketing to financial outcomes – run ROI scenarios, tie back to strategy

§  Prioritize for high-impact measurements

§  Look at the marketing activity, correlate back to incremental sales

§  Start collecting marketing data now


FUSION RECAP BRYAN EISENBERG – DAY 1 – THINK DIFFERENTLY: STEVE JOBS

§  Apple stores = $4500 per square foot, BestBuy = $400

§  Brands: Zappos = humanistic; Apple = spontaneous; Google = deliberate; Amazon = competitive

§  What are you doing to make your customer the hero?

§  Help your customers help you

§  Go for perfect; tap the experts; be ruthless; shun focus groups; never stop studying; simplify; keep your secrets; keep teams small; use more carrot than stick; prototype to the extreme


FUSION RECAP BRYAN EISENBERG - DAY 2 – VOICE OF CUSTOMER, WOM §  Pay-per-click ads:

§  Words matter. Freshness matters. Always be testing. §  Highlight benefits, not features

§  Presence of keywords

§  Call to action

§  Insert specifics

§  Risk mitigation / special offers

§  Experiment with the display URL

§  Formatting /ordering of key elements

§  Synonyms wtihin the ad

§  Capitalization

§  Outrageous (but relevant) imagery

§  (Look up Conversion Trinity)


FUSION RECAP BRYAN EISENBERG - DAY 2 – VOICE OF CUSTOMER, WOM

§  Landing pages: §  Use actual words you used in the ad – can really raise conversion rates

§  Show them options that are truly relevant to the ad

§  Use badges top help people figure out what to do, emphasize a benefit

§  Show a specific benefit based on their location (no tax, international, etc.)

§  Test little things, any of which can significantly raise conversion rates

§  Make it a landing session

§  Look at conversion per impression

§  Use statements that mitigate the risk in your testing


FUSION RECAP LEE ODDEN – DAY 1 – DIGITAL MARKETING INTEGRATION §  People asking others for recommendations, then going to Google for

validation

§  Tremendous amount of content being posted by customers

§  Basic SEO – keyword glossary, categories, SEO audit. Keywords in your content.

§  “Anything that can be searched on can be optimized; anything that can be found can be shared.”

§  What’s missing from classic SEO is customers. Optimize for their experience. Understand why they buy.

§  Content creators – make them responsible for socializing their content

§  Social media task force

§  Always be optimizing

#Fusionmex May 2, 2012 Antwerp, @KristinZhivago 1 0

FUSION RECAP LEE ODDEN – DAY 2 – CUSTOMER-CENTRIC CONTENT MKT §  Must know customers, specifically – care about; how they discover content;

formats, etc.

§  2nd-fastest SaaS vendor via optimized content, blogging, 700% increase in revenue

§  Content marketing – it’s not great until it’s discovered, consumed, and shared – if you have great content, set it free

§  Optimize for attraction, engagement, inspiration/experience

§  Align brand and customer needs

§  Monitor, refine, repeat

§  Buying cycle; Keywords; Social Topics; Content Type = Customer & Content Optimization

§  Know how you’re going to re-use the the articles

§  Search engines don’t buy, people do


FUSION RECAP LEE ODDEN – DAY 2 – CUSTOMER-CENTRIC CONTENT MKT

§  Identify topic/story

§  Research search and social keywords

§  Create an optimized social content campaign

§  Provide SEM, SMO guidelines to social teams

§  Promote via social channels, build links

§  Monitor social references, search traffic, and KPIs

§  Benchmark and dashboard reporting

§  SEO for video is not just about phrases, it’s about engagement (views, comments, ratings)

§  Use comparison tables to legitimately optimize for your competitors’ brand names

§  Use dedicated web pages for geo regions, models, etc.


FUSION RECAP JAMIE NOTTER – DAY 1 – PEOPLE-CENTRIC ORGANIZATION

§  Social media is not a fad

§  Organizations need to change for social media to work

§  Management has been doing the same thing over and over and expecting a different result. FAILING.

§  Social media = answer. Create, share, learn. SUCCEEDING.

§  Human principles: Open, generative, courageous, trustworthy

§  Decentralize: Who decides, speaks, acts


FUSION RECAP JAMIE NOTTER – DAY 2 – CHANGING ORG FROM INSIDE OUT

§  Behavior > Process > Culture

§  Social media hurdles – can be overcome, to change organizations

§  Organizations not collaborative

§  Silo wars

§  Some command and control is good

§  Create lateral collaborative networks – to discuss social media

§  Look for small ways to build trust – with some limits, and go from there

§  Innovation requires diversity

§  Management must have clarity to change; make sure you address emotions in your pitch; shape the path (facilitate)


The Customer Community


My autistic brother Michael demonstrates what unconditional love looks like

This is what customers want from us

http://www.youtube.com/watch?v=IkL24SsrjhY


Michael teaches: Empathy and communication


Michael teaches: Protection


•  Marketing is broken

•  Sales was sort of working

•  Now it’s broken, too

•  Customers don’t need us anymore

What’s the answer? Marketers = become the customer

advocate, protector, authority

What’s the problem?


How to become the customer

advocate, protector, &

authority in your company


The Roadmap Method

You can reverse-engineer

your current sales,

to create new sales in quantity.

Your current customers will teach you

how to sell to new customers,

if you ask them the right questions

in the right way, then act on what they say.

You can stop guessing.

You can stop arguing.

You can start selling more.


•  Have personally experienced your sales process, website,

product, and services

•  Know what others think about you

•  Know what your competition says about you

•  Have a vested interest in your success

•  Can tell you what will make you more successful

If someone called you about something you bought, wouldn’t you have plenty to say?

Why current customers?


Stop trying to “sell” and “market.”

Interview, create reports, summarize, analyze, recommend.

Discover Deploy Debate

Resolve the differences between what they want and what you sell; how they buy vs. how you sell; and what you promise vs. what they want delivered.

Map out their buying process so you can support it at every step.

Build an Action Plan.

Stay on the Road.

The Roadmap to Revenue


Discover

§  Interview current customers, by phone

§  Ask open-ended questions

§  Record and transcribe the conversations

§  Anonymize their responses and break them into categories in a report

§  Analyze, summarize, and recommend


What should you ask them? §  How do you feel about our product/service?

§  What was your buying process?

§  Are our prices fair?

§  What is your biggest problem/challenge?

§  What trends do you see in your/our market?

§  If you were the CEO of our company tomorrow, what would you fix?

§  What did you type into Google when you first started searching? How would you refine?

§  Anything I should have asked?


What will you learn? §  Why they bought

§  How they bought, including who was involved

§  What their concerns and questions were

§  How you satisfied those concerns/answered their questions

§  What they now tell others

§  What they typed into Google – FIRST (not what is in your web logs)

§  Trends and challenges (your opportunities)

§  Weaknesses of competitors

§  What you should be saying and where you should be saying it

§  What is broken, what should be fixed








Stay on the Road.

The Roadmap to Revenue


Analysis/Summary of the interviews

§  Identify the main themes – they always emerge by the 7th phone call

§  Identify their Critical Characteristic

§  Identify the promise they want you to keep

§  Create a Conversation Report and an Executive Summary/Recommendations Report

§  Use the data in a Brainstorming & Planning Meeting








Stay on the Road.

The Roadmap To Revenue


Debate §  Discuss the barriers to the sale – and how to remove them

§  Use the data to build the promise you will keep (your brand). You have five tools for keeping your promise:

§  Product/Service

§  Passion

§  Policies

§  People

§  Processes

§  Create copy that is relevant and specific

§  Agree on what you will be doing/saying and where you will be saying it








Stay on the Road.

The Roadmap To Revenue


Building a Buying Process Map Example of an Intense Scrutiny Buying Process Map

Answers that satisfy them

See it Ask

????? ?????

Test Drive

Sign Contract

Get Married

Involve Others

Involve Sales

Their questions

Stage

Who’s Involved

Tools & channels


The Buying Process Scrutiny Spectrum

Light Scrutiny

See it

Medium Scrutiny

See it

Buy it

Ask ????

Buy it

Heavy Scrutiny

See it Ask ??? ???

Involve Others

Involve Sales

Sign Contract

Intense Scrutiny

See it Ask

????? ?????

Test Drive

Sign Contract

Get Married

Test Drive

Involve Others

Involve Sales

The goal is to become “order takers”


The Action Plan •  What you will promote and how you will promote it

•  What you will fix in the background

•  Assign projects to get this done:

•  Owners

•  Timelines

•  Steps

•  Measurement

•  Build a Marketing Machine •  MAP IT OUT

•  DO IT / MANAGE IT

•  IMPROVE IT


Amazing horse trainer Jean-Francois Pignon explains the difference between predator and protector

http://www.youtube.com/watch?v=HBatY-u8Y34

Our customers want us to be protectors, not predators


The Glorious Result

•  This is your moment in the history of business.

•  You now have the opportunity and you CAN have the authority.

•  Marketing doesn’t have to hurt. You can WIN.


Thank You

Kristin Zhivago Zhivago Management Partners, Inc.

401-423-2400

[email protected]

Blog: RevenueJournal.com

Site: Zhivago.com

Twitter: @KristinZhivago

LinkedIn: KristinZhivago

Book: RoadmapToRevenue.com

Book Excerpts: Buying Process Map Guidance – Light, Medium, Heavy, and Intense RoadmapToRevenue.com/Resources

Zhivago fusion conf-day2keynote

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